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On the landing page the headers don't actually say much – the real lines are underneath, which I didn't read while skimming. Instead of: "Enhances visibility
by wheels 17y ago
On the landing page the headers don't actually say much – the real lines are underneath, which I didn't read while skimming. Instead of:
"Enhances visibility and communication" -> "Make it easy to understand the status of your project at a glance"
"Simple and flexible" doesn't really have any meat in it. See Kawasaki's opposite rule – your competition doesn't describe their product as "Complicated and rigid."
"Easy to get started" -> "Get started in seconds"
Specific claims add a lot more punch and right now they're ousted from prominent positioning by phrases that don't say much.
- nkohari 17y agoAll very good points. I'll take another look at our features page to see if we can improve.
- mhartl 17y agoSee Kawasaki's opposite rule Do you have a reference for this? As of this writing, the first Google hit for "Kawasaki's opposite rule" is the parent comment. :-)
- wheels 17y agoSorry, "opposite test" was the google-able phrase. "Apply the opposite test. How many times have you read a product description like this? “Our software is scalable, secure, easy-to-use, and fast?” Companies use these adjectives as if no other company claims its product is scalable, secure, easy-to-use, and fast. See if your competition uses the antonyms of the adjectives that you use to describe your product. If it doesn't, your description is useless. For example, I've never seen a company say that its product was limited, full of leaks, hard-to-use, and slow." http://blog.guykawasaki.com/2006/01/the_art_of_bran.html http://blog.guykawasaki.com/2006/01/the_art_of_bran.html
- mhartl 17y agoThanks!